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Research papers

Why we have to change the language of market research

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Monty Alexander, Virginia Valentine
September 22, 2002

Research papers

Researching the global Latin world

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a ground- level qualitative research study encompassing fourteen Spanish- speaking countries, territories and...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Hal Daume
November 1, 1997

Research papers

Measuring the television habits of ethnic minorities

Canada is a country of immigrants, and official government policy encourages bilingualism (English and French) and multiculturalism. Television services are provided in French and English across the country; cable and traditional over-the-air...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Owen Charlebois, Jim Matsui, Ken Purdye
May 1, 1994

Research papers

Expert or consumer language? Why not both?

We use language to describe and communicate our impressions and feelings to other people. When a single language is spoken by a group of people, there is no problem in understanding. However, where there are 2 different languages, to get an...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business
Author: Francisco Batalla
June 15, 1993

Research papers

Box and cox

The Broadcasting Standards Council's remit is to examine and advise on issues of taste and decency in broadcasting. Each year, it focusses on a specific area and undertakes detailed research into it. In 1991 the issue was that of bad language:...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: Andrea Millwood Hargrave, Michael Svennevig
June 15, 1992

Research papers

Conot

We intend to show how CONOT a new tool aiming to measure connotations be usefully applied to brand evaluation and strategy. We currently wonder which words, concepts, feelings would be evoked in people’s minds by a stimulus - a word, group...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Marc Vincent, Annick Vincent
June 15, 1992

Research papers

Do we really understand what consumers want?

This paper describes a research project that attempts to better understand the meaning of some words used frequently by consumers to describe automobiles. In conjunction with a leading UK motor manufacturer, the research set out to try and broaden...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Lorne D. McMillan
June 15, 1992

Research papers

The changing language of young Spanish consumers

The role of brand names in the language of young consumer s is obvious, and raises various type of questions. For practical reasons , we will divide there into three types. a. what is the basis tor the repercussion on the name brands on the...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Alejandro Suarez Antelo
June 15, 1992

Research papers

Researching a global audience

As radio stations in Europe tend more towards defining their target audience, by locality, demographics, or musical taste, the BBC World Service in English continues to pursue the opposite goal of a truly global audience united only by the ability to...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Liz Fuller
June 15, 1991